Snapchat, in partnership with global marketing data and analytics leader Kantar, unveiled a report on the impact of Sponsored Snaps in India. The study reveals that advertising within the Chat feed, Snapchat’s most frequently used surface, delivers a significant competitive advantage, cutting through digital noise to drive 1.7x higher Unaided Awareness and higher Top-of-Mind (TOM) Awareness than other in-feed social platforms.1
Snapchat proves the efficacy of Chat as a high-intent, high-attention advertising surface. As attention becomes the new currency in the digital economy, this research establishes a clear distinction between “Active Intent” and “Passive Scrolling.” While traditional social feeds often result in “zombie-scrolling”, the Chat environment on Snapchat is rooted in intentional, one-to-one communication, creating a uniquely powerful environment where brands can show up in a way that feels relevant and non-intrusive.
The ‘Chat’ Advantage: Key Research Findings
The Kantar Context Lab survey, which analyzed brand impact across CPG, Retail, and Smartphone, highlighted how Sponsored Snaps outperform the market:
- Superior Brand Lift: Sponsored Snaps delivered strong brand growth across the entire funnel, particularly in the upper funnel with a +38 point lift in Top-of-Mind Awareness when combined with video.1
- Active Attention: The research suggests that Snapchat India delivers high attention performance, with 83.4% Passive Attention and nearly 20% Active Emotional Engagement.1
- Seamless Integration: 93% of Snapchatters agreed that Sponsored Snaps fit naturally into their habits on the platform1, while 95% found the ads relevant to them.1
- The Power of Shareability: 94% of users felt that Sponsored Snaps make it easy to share new discoveries with friends, turning an advertisement into a personal recommendation.1
Gen Z: The Cultural Driver
The report includes a “Gen Z Spotlight”, revealing that India’s most influential cohort is particularly responsive to the cultural relevance of Chat-based ads.
Sponsored Snaps drove a 1.7x stronger “Cool and Trendy” perception among Gen Z compared to competitive platforms.1 While Gen Z shows higher expectations for entertainment and creative relevance, the native integration of Sponsored Snaps within their primary communication hub drives massive gains in upper-funnel metrics, including a +34 point lift in Top-of-Mind awareness.1
“We’re seeing a clear shift across the industry, where the most meaningful interactions are moving away from public feeds into personal conversations. Snapchat has always been built around real relationships, with Chat at the core of that experience,” said Yagnesh Ravi, Head of India Ad Solutions, Snap Inc.
He further added, “This research reinforces that when advertising aligns with how people naturally communicate, moving from passive viewing to active intent, it delivers stronger results. Sponsored Snaps are designed for this environment, enabling brands to create full-screen, immersive experiences within Chat. This allows brands to show up in a way that feels native and engaging, more like a conversation than an interruption.”
“The Context Lab study demonstrates that the Chat surface is a high-impact environment that captures attention early and reinforces brand presence,” says, Andy Gallagher, Head of Media, Kantar APAC . “By leveraging the usage of the Chat feed, Sponsored Snaps deliver meaningful emotional engagement and significantly high brand associations. It is a step-change in how brands can cut through the clutter in a crowded digital landscape.”
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Disclaimer: Information mentioned here has not been verified or endorsed by Agency Reporter and is in accordance with the press release shared by the company or their appointed representatives
